Now is the time to re-think DTC marketing in the 21st Century. With all of the new ways to engage with patients, here are 10 prescriptions that can help marketers improve their DTC efforts in 2010.
(As originally published in DTC Perspectives, December 2009)
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digit...Saddle Ranch Digital
This document discusses how digital out-of-home (DOOH) media can be used to engage consumers along their path to purchase. It defines consumer engagement and outlines its importance in today's digital landscape. The document then discusses five key elements of effective consumer engagement strategies using DOOH media: knowing your audience well, creating an engaging experience, adding value, making emotional connections, and building loyalty through curiosity. It also provides guidance on how to build a winning engagement strategy using geo-targeting and transmedia approaches, and how to maximize return on investment through achieving objectives and enhancing consumer experience and engagement.
17th Jeddah Marketing Club (Deals in Pharma Business) By Dr.Hatem KandeelMahmoud Bahgat
17th Jeddah Marketing Club (Deals in Pharma Business) By Dr.Hatem Kandeel
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
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لخدمات التسويق والدعاية والاعلان
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Complete Marketing Solutions
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The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Richard Bates argues that:
1) Overly relying on "best practice" branding processes can result in unengaging brand ideas, as the focus becomes process compliance rather than creative thinking.
2) True brand differentiation comes from understanding customers' emotional needs, not functional benefits of the product. This requires a creative mindset rather than strict adherence to templates.
3) Marketers should be given freedom from rigid processes to pursue insightful thinking that challenges customers and creates imperative for them to change behavior.
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
Getting In Sync - 10 Ideas for the Consumer Marketing Landscape33 Interactions
33 Interactions have identified ten ideas to address the new “empowered, informed, and at large consumer.” Read about how to 'get in sync' with the 'new consumer'.
You can view the 10 Trends document here: http://www.slideshare.net/33interactions/getting-in-sync-10-trends-in-the-consumer-marketing-landscape
To read more about 33 Interactions, visit http://www.33interactions.com.au
Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digit...Saddle Ranch Digital
This document discusses how digital out-of-home (DOOH) media can be used to engage consumers along their path to purchase. It defines consumer engagement and outlines its importance in today's digital landscape. The document then discusses five key elements of effective consumer engagement strategies using DOOH media: knowing your audience well, creating an engaging experience, adding value, making emotional connections, and building loyalty through curiosity. It also provides guidance on how to build a winning engagement strategy using geo-targeting and transmedia approaches, and how to maximize return on investment through achieving objectives and enhancing consumer experience and engagement.
17th Jeddah Marketing Club (Deals in Pharma Business) By Dr.Hatem KandeelMahmoud Bahgat
17th Jeddah Marketing Club (Deals in Pharma Business) By Dr.Hatem Kandeel
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
Join now
*Marketing Club Facebook Page*
https://lnkd.in/gm4c4hD
*Marketing Club Facebook Group*
https://lnkd.in/gX-5au5
*Egyptian Pharmacists Society Facebook Page*
https://lnkd.in/fucnv_5
•••••••••••••••••••••••••••••
*#Mahmoud_Bahgat*
00966568654916
لخدمات التسويق والدعاية والاعلان
*#Legendary_ADLAND*
Complete Marketing Solutions
*www.LegendaryADLAND.com*
•••••••••••••••••••••••••••••
للحصول على اقامة او شركة في اوروبا
*#Legendary_Europe*
Europe Companies & Residency
*www.LegendaryEurope.info*
•••••••••••••••••••••••••••••
*Contact Bahgat*
M.Bahgat@TheLegendary.Info
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Richard Bates argues that:
1) Overly relying on "best practice" branding processes can result in unengaging brand ideas, as the focus becomes process compliance rather than creative thinking.
2) True brand differentiation comes from understanding customers' emotional needs, not functional benefits of the product. This requires a creative mindset rather than strict adherence to templates.
3) Marketers should be given freedom from rigid processes to pursue insightful thinking that challenges customers and creates imperative for them to change behavior.
Relevance and accountability in the age of distractionTod Frincke
The document discusses the challenges facing advertising agencies in today's fragmented media landscape where consumers are distracted. It argues that to be successful, agencies must create experiential and social ideas that engage consumers rather than static ads. The key is focusing ideas around the consumer's relationship and behavioral journey with the brand. Successful agencies will reorient themselves to focus on clear goals, consumer behavior, and rapid collaboration to build winning experiential ideas that serve business objectives and transform consumer attitudes and behaviors.
The document provides information about the "Online Engagement Marketing" conference to be held from January 27-29, 2010 in Washington, DC. The conference will provide training on generating customer engagement, developing customer-centric marketing approaches, utilizing analytics to evaluate engagement, and connecting creativity with engagement. Attendees will learn how to increase consumer engagement, create positive brand sentiment, develop engagement marketing strategies, and measure engagement effectiveness. The conference includes keynote speakers, workshops, and sessions on various engagement topics over the course of two and a half days.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Arlington, VA and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement. The conference includes keynote speeches, workshops, and sessions on topics such as social media, websites, brand sentiment, and measuring the impact of engagement.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate consumer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, contextual relevancy, brand sentiment, and measuring the impact of engagement.
Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum!Aileen Cahill
The document discusses the need for CPG marketers to adopt a "whole-brained" or balanced approach to marketing known as "people-based marketing". It argues that CPG marketers must balance behavioral science, data, and analytics ("left brain") with branding, emotions, storytelling ("right brain"). It also advocates for adopting an agile marketing approach with a focus on personalized, relevant experiences for consumers across channels. Some specific capabilities discussed include enhanced use of data, analytics, messaging, addressable platforms, customer experience mapping, and modern marketing technology.
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, websites, brand sentiment, and garnering management buy-in for engagement initiatives.
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
Join now
*Marketing Club Facebook Page*
https://lnkd.in/gm4c4hD
*Marketing Club Facebook Group*
https://lnkd.in/gX-5au5
*Egyptian Pharmacists Society Facebook Page*
https://lnkd.in/fucnv_5
•••••••••••••••••••••••••••••
*#Mahmoud_Bahgat*
00966568654916
لخدمات التسويق والدعاية والاعلان
*#Legendary_ADLAND*
Complete Marketing Solutions
*www.LegendaryADLAND.com*
•••••••••••••••••••••••••••••
للحصول على اقامة او شركة في اوروبا
*#Legendary_Europe*
Europe Companies & Residency
*www.LegendaryEurope.info*
•••••••••••••••••••••••••••••
*Contact Bahgat*
M.Bahgat@TheLegendary.Info
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
This document discusses evaluating an integrated marketing plan through metrics. It describes several types of metrics including reach and frequency, which measure how many people are exposed to marketing messages and how often. It also discusses awareness-based metrics like surveys that measure how well-known a brand is, and perception-based metrics that gauge audience associations with a brand. Tracking various metrics can help marketers understand the effectiveness of different marketing activities and refine an integrated marketing plan.
This document discusses key trends in social commerce identified at the Social Commerce Summit 2011. It identifies four main principles: 1) Social media provides immediate feedback that gives brands insights to improve business impact. 2) Social interactions are conversations, not one-way campaigns. 3) Social media initiatives must scale across an organization. 4) Social media gives consumers a direct voice that can benefit both brands and consumers. The document explores these themes through examples from brands like Nexxus, Argos and Nationwide Insurance that have successfully utilized social media.
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
Atlas Group is an innovative consumer intelligence consultancy, founded in 2003, with more than thirty combined years of experience in planning, research, and consumer interaction. We guide understanding to reveal where consumers and brands intersect by decoding
and interpreting markets, trends, and messages…Exploring, navigating, and deciphering cluttered and often confusing territory.
The document discusses a survey of customer management professionals about their organizations' adoption of multi-channel strategies. While most organizations communicate with customers through multiple channels, the survey finds that few have truly integrated these channels to provide a seamless customer experience. The document aims to understand how organizations define multi-channel and what steps they are taking to implement multi-channel strategies, in order to determine the extent to which multi-channel has become a business reality beyond being just a buzzword.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
How structural collaboration leads to value propositions in the financial sectorTom De Ruyck
Structural collaboration involves integrating customer input and feedback into every phase of a company's decision-making process on an ongoing basis. This allows customers to provide insights, help develop new ideas and concepts, and ensure proper implementation by verifying company interpretations are correct. Only 3% of companies currently develop new products and services through this level of customer involvement. The key benefits are creating better products and service, increased agility to adapt quickly, adding "consumer feeling" to strategic decisions, and improving marketing and public relations. Successful structural collaboration requires establishing the right objectives, processes, and cultural mindset.
The document provides guidelines and best practices for developing effective yearly media strategies and briefs. It recommends including elements such as media KPIs, budget considerations, target audience segmentation, and timing of marketing activities. The author, Robert Johnson, has extensive experience in online marketing, media management consulting, and improving marketing and media ROI.
Consumer engagement with brands involves developing an emotional and rational attachment over time through interactions like two-way dialogue, feeling understood with personalized and relevant content, and involvement in brand communities. True engagement is complex as it results from both the brand's efforts to communicate and engage, as well as consumers' own perceptions, attitudes, beliefs and behaviors developed towards that brand. Key aspects of achieving brand engagement include authenticity, trust, personalization, two-way conversation, communities, and making consumers feel understood.
A study of brand awareness and brand choiceProjects Kart
This document provides a summary of the methodology used in the study:
1) The study used a mixed methods approach, collecting both secondary data from literature and primary data through questionnaires.
2) Reliability and validity are addressed through measures like a pilot test of the questionnaire and using statistical analysis software (SPSS) to analyze results.
3) The theoretical framework covers theories of consumer behavior, branding, cultural influences, and other factors that may impact brand choice.
4) The research model links these theories to the study's research questions around how brand awareness and other factors impact choices, especially in unfamiliar environments or cultures.
Self-Organising Maps for Customer Segmentation using R - Shane Lynn - Dublin Rshanelynn
Self-Organising maps for Customer Segmentation using R.
These slides are from a talk given to the Dublin R Users group on 20th January 2014. The slides describe the uses of customer segmentation, the algorithm behind Self-Organising Maps (SOMs) and go through two use cases, with example code in R.
Accompanying code and datasets now available at http://shanelynn.ie/index.php/self-organising-maps-for-customer-segmentation-using-r/.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The document provides information about the "Online Engagement Marketing" conference to be held from January 27-29, 2010 in Washington, DC. The conference will provide training on generating customer engagement, developing customer-centric marketing approaches, utilizing analytics to evaluate engagement, and connecting creativity with engagement. Attendees will learn how to increase consumer engagement, create positive brand sentiment, develop engagement marketing strategies, and measure engagement effectiveness. The conference includes keynote speakers, workshops, and sessions on various engagement topics over the course of two and a half days.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Arlington, VA and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement. The conference includes keynote speeches, workshops, and sessions on topics such as social media, websites, brand sentiment, and measuring the impact of engagement.
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate consumer engagement, develop customer-centric marketing approaches, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, contextual relevancy, brand sentiment, and measuring the impact of engagement.
Consumers' Mandate to CPG Marketers - Use Your Corpus Callosum!Aileen Cahill
The document discusses the need for CPG marketers to adopt a "whole-brained" or balanced approach to marketing known as "people-based marketing". It argues that CPG marketers must balance behavioral science, data, and analytics ("left brain") with branding, emotions, storytelling ("right brain"). It also advocates for adopting an agile marketing approach with a focus on personalized, relevant experiences for consumers across channels. Some specific capabilities discussed include enhanced use of data, analytics, messaging, addressable platforms, customer experience mapping, and modern marketing technology.
Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
This document provides information about an upcoming conference on online engagement marketing. The conference will take place from January 27-29, 2010 in Washington, DC and will teach attendees how to generate customer engagement, develop a customer-centric approach, utilize analytics to evaluate engagement, and connect creativity with engagement strategies. The conference includes workshops, keynote speakers, and sessions on topics such as social media, websites, brand sentiment, and garnering management buy-in for engagement initiatives.
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
Join now
*Marketing Club Facebook Page*
https://lnkd.in/gm4c4hD
*Marketing Club Facebook Group*
https://lnkd.in/gX-5au5
*Egyptian Pharmacists Society Facebook Page*
https://lnkd.in/fucnv_5
•••••••••••••••••••••••••••••
*#Mahmoud_Bahgat*
00966568654916
لخدمات التسويق والدعاية والاعلان
*#Legendary_ADLAND*
Complete Marketing Solutions
*www.LegendaryADLAND.com*
•••••••••••••••••••••••••••••
للحصول على اقامة او شركة في اوروبا
*#Legendary_Europe*
Europe Companies & Residency
*www.LegendaryEurope.info*
•••••••••••••••••••••••••••••
*Contact Bahgat*
M.Bahgat@TheLegendary.Info
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
This document discusses evaluating an integrated marketing plan through metrics. It describes several types of metrics including reach and frequency, which measure how many people are exposed to marketing messages and how often. It also discusses awareness-based metrics like surveys that measure how well-known a brand is, and perception-based metrics that gauge audience associations with a brand. Tracking various metrics can help marketers understand the effectiveness of different marketing activities and refine an integrated marketing plan.
This document discusses key trends in social commerce identified at the Social Commerce Summit 2011. It identifies four main principles: 1) Social media provides immediate feedback that gives brands insights to improve business impact. 2) Social interactions are conversations, not one-way campaigns. 3) Social media initiatives must scale across an organization. 4) Social media gives consumers a direct voice that can benefit both brands and consumers. The document explores these themes through examples from brands like Nexxus, Argos and Nationwide Insurance that have successfully utilized social media.
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
Atlas Group is an innovative consumer intelligence consultancy, founded in 2003, with more than thirty combined years of experience in planning, research, and consumer interaction. We guide understanding to reveal where consumers and brands intersect by decoding
and interpreting markets, trends, and messages…Exploring, navigating, and deciphering cluttered and often confusing territory.
The document discusses a survey of customer management professionals about their organizations' adoption of multi-channel strategies. While most organizations communicate with customers through multiple channels, the survey finds that few have truly integrated these channels to provide a seamless customer experience. The document aims to understand how organizations define multi-channel and what steps they are taking to implement multi-channel strategies, in order to determine the extent to which multi-channel has become a business reality beyond being just a buzzword.
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
In the (post-)crisis era, challenging the status quo through innovation will be critical to restore profitability in the financial sector. The commoditisation of products within the industry is making it very difficult to compete on price. Moreover, a whole array of non-banking entities is entering the market to close the gap between the offerings of banks and the needs of customers. Suddenly, banks face competition from telcos, supermarkets, tech firms and innovative start-ups, all experienced in building online relationships and developing and marketing transparent products.
In this paper we explain how financial institutions can install structural collaboration trajectories with key stakeholders (consumers, employees, management) in order to develop true value propositions consumers are willing to pay for.
Advertising a drive for promoting brands and sales as wellHs Prince
Advertising is a key driver for promoting brands and increasing sales. A brand represents the sum of what consumers know, think, and feel about a product or service. Advertising helps build brand awareness, shape brand attitudes, and position brands in consumers' minds in a way that differentiates brands from competitors. Effective advertising emphasizes benefits that are important to consumers and positions the brand as uniquely able to deliver those benefits. Proper advertising planning involves setting objectives, determining budgets, creating persuasive messages, and selecting appropriate media to efficiently reach target audiences. The goal is to use advertising to nurture positive brand attitudes that create strong brand equity and drive consumer purchasing decisions.
How structural collaboration leads to value propositions in the financial sectorTom De Ruyck
Structural collaboration involves integrating customer input and feedback into every phase of a company's decision-making process on an ongoing basis. This allows customers to provide insights, help develop new ideas and concepts, and ensure proper implementation by verifying company interpretations are correct. Only 3% of companies currently develop new products and services through this level of customer involvement. The key benefits are creating better products and service, increased agility to adapt quickly, adding "consumer feeling" to strategic decisions, and improving marketing and public relations. Successful structural collaboration requires establishing the right objectives, processes, and cultural mindset.
The document provides guidelines and best practices for developing effective yearly media strategies and briefs. It recommends including elements such as media KPIs, budget considerations, target audience segmentation, and timing of marketing activities. The author, Robert Johnson, has extensive experience in online marketing, media management consulting, and improving marketing and media ROI.
Consumer engagement with brands involves developing an emotional and rational attachment over time through interactions like two-way dialogue, feeling understood with personalized and relevant content, and involvement in brand communities. True engagement is complex as it results from both the brand's efforts to communicate and engage, as well as consumers' own perceptions, attitudes, beliefs and behaviors developed towards that brand. Key aspects of achieving brand engagement include authenticity, trust, personalization, two-way conversation, communities, and making consumers feel understood.
A study of brand awareness and brand choiceProjects Kart
This document provides a summary of the methodology used in the study:
1) The study used a mixed methods approach, collecting both secondary data from literature and primary data through questionnaires.
2) Reliability and validity are addressed through measures like a pilot test of the questionnaire and using statistical analysis software (SPSS) to analyze results.
3) The theoretical framework covers theories of consumer behavior, branding, cultural influences, and other factors that may impact brand choice.
4) The research model links these theories to the study's research questions around how brand awareness and other factors impact choices, especially in unfamiliar environments or cultures.
Self-Organising Maps for Customer Segmentation using R - Shane Lynn - Dublin Rshanelynn
Self-Organising maps for Customer Segmentation using R.
These slides are from a talk given to the Dublin R Users group on 20th January 2014. The slides describe the uses of customer segmentation, the algorithm behind Self-Organising Maps (SOMs) and go through two use cases, with example code in R.
Accompanying code and datasets now available at http://shanelynn.ie/index.php/self-organising-maps-for-customer-segmentation-using-r/.
The power of brand storytelling [research]Headstream
Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject.
We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer's perspective.
The document discusses RFM customer segmentation, which segments customers based on their Recency (time since last activity), Frequency (number of activities), and Monetary (total monetary value) metrics. These metrics can be calculated from transaction or engagement data and used to group customers into segments. The segments are identified by analyzing the distribution of the RFM metrics and identifying cut-off points. RFM segmentation allows identifying the most valuable customers and those at high risk of churn for targeted marketing campaigns.
This document discusses segmentation strategies for creating profitable customers. It begins by renewing the understanding of why segmentation is important for driving higher profitability through understanding customer needs. It then discusses profiting through segmentation by understanding customers and developing targeting strategies. It emphasizes investing in tools, skills, and systems to operationalize segmentation. Finally, it stresses the importance of demonstrating segmentation strategies through testing, measurement, and gaining organizational buy-in to make segmentation efforts successful.
The document discusses various aspects of decision making. It defines decision making as choosing one alternative from among options. It describes the decision making process as recognizing the need for a decision, identifying alternatives, choosing the best option, and implementing it. Decision making can occur under certainty, risk, or uncertainty. Rational models of decision making propose a logical, step-by-step process while behavioral models recognize limitations and biases that influence decisions. Political forces, intuition, escalation of commitment, risk tolerance, and ethics also shape organizational decision making.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this new environment.
2011 Pharma Brand Champions Will Possess Six Key Marketing Skills AdvanceMarketWoRx LLC
In our ever-changing media landscape, coupled with increasingly powerful ePatient communities, a demand for new standards has arisen. As a result, Pharma [and in reality all marketers] must accelerate their skills in six key areas to separate their marketing communications, and become brand champions. Originally published in DTC Perspectives, March 2011.
This document discusses the growing use and importance of customer segmentation and personas in the retail industry. It provides 3 examples of companies that have improved their marketing and customer experiences by leveraging customer segmentation insights:
1) Discover Financial Services integrated online and enterprise-wide personas and overlaps them with business segments.
2) QVC used personas to prioritize features for its community of frequent television shoppers.
3) The American Red Cross relies on personas to find potential blood donors.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
Our head of digital, Chris Cullmann, alongside our team at Ogilvy CommonHealth Worldwide have developed a playbook for pharmaceutical and healthcare marketing in 2018.
Although not definitive, this playbook points to emerging platforms, the maturing of existing communication mediums, and areas that need your attention to be competitive in a rapidly evolving marketing space.
This document provides an overview of cross-channel marketing. It discusses how most customers experience a fragmented brand experience across different channels. To improve this, marketers must coordinate efforts across channels and have a unified understanding of customers based on data. Having an identity mapping strategy is key to connecting customer interactions and IDs across channels. This allows delivering a consistent experience. The document also stresses the importance of attribution to understand what is driving results across channels.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
The events of the last two years constitute more than an economic recession. Rather, they shape a global realignment -- "The New Normal." This position papers describes four fundamental areas where change has occurred in society and provides recommended responses for service brands and service marketers.
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Ibm 2011 bringing science to the art of marketingFriedel Jonker
The document discusses how companies can use customer data and analytics to improve marketing efforts. It provides examples of how Best Buy and First Tennessee Bank used advanced analytics to better understand customer behavior and optimize their marketing budgets. Both companies saw significant results - Best Buy reduced spending by 5-7% while improving effectiveness 10 times, and First Tennessee Bank's customer response rates rose 3.1% while mail costs declined 20%, yielding a 600% return on investment. The document advocates for marketers to adopt new technologies in order to engage today's sophisticated consumers.
The NOW Economy demands that all marketers, including Pharma and Healthcare, can respond real-time. Digital brand strategy must fit with brand strategy and strengthen the brand's core promise. Developing strong digital strategy requires new skills and a disciplined, fluid 6-step process. Learn how five imperatives can help boost your digital IQ. Time to Go. Initiate. Enchant...Health is Social.
Presented at the Social Media in Pharma Online Conference: July, 2011.
As part of the 2011 'Social Media in Pharma' virtual conference, this four member panel was charged with speaking about Social Media in Pharma: How to get started, who in Pharma is doing a good job using social media and outlining some industry best practices navigating the complex regulatory environment. Presentation slides are a collaboration between Eileen O'Brien, Siren Interactive and Ellen Hoenig, AdvanceMarketWoRx.
Keep your brand healthy and thriving. The Brand Champion Health Check was designed to help marketers and business leads assess their company and brand's health, and to consider what actions will power success.
Champions know that staying in top health is critical and that early detection is key to avoiding costly down time and poor performance.--can even mean the difference for survival. However, unlike the many patient health screens available, or the ease by which consumers can go for their annual physical, marketers do not have ready access to a thoughtful, comprehensive health check-up.
Max Educational Opportunities Thru SEM: A Pharma Marketers Perspective July...AdvanceMarketWoRx LLC
This document discusses optimizing search engine marketing to maximize education opportunities for patients. It identifies eight common blunders in search marketing, such as thinking like a marketer rather than a patient, believing the patient journey is linear, and providing limited value. The document advocates adopting the patient's perspective, continually reinventing relevance, aligning expectations, engaging in two-way communication, and innovating search strategies. It also outlines how search fits into the evolving healthcare search landscape with innovations from Google and Bing.
The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)AdvanceMarketWoRx LLC
Free eBook: We asked 12 leading bloggers and healthcare thought leaders to share their reflections: what would they recommend as top learning strategies for Pharma and Healthcare marketers in 2010? Six themes were brought to life...
Considering Neuroscience to Improve Consumer Communications--Risk Communicati...AdvanceMarketWoRx LLC
The document discusses improving how risk information is communicated to consumers in written prescription materials. It questions whether current practices ensure consumers receive and understand useful information. Lessons from neuroscience on how the brain comprehends suggest current materials may be too long, complex, and boring. Principles from Brain Rules are presented, including that people don't pay attention to boring things, repetition aids memory, using multiple senses helps learning, and vision is the dominant sense. Improving risk communications may require focusing on key ideas, repeating them, using visuals, and showing patterns to engage consumers.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
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The Genesis of BriansClub.cm Famous Dark WEb Platform
2010 Outlook: Doom and Gloom for DTC? 10 Points for Winning with Patients
1. 2010 Outlook:
Doom and Gloom for DTC?
10 Points for Winning
with Patients
Now is the time to re-think about DTC marketing in the 21st Century.With all of the new ways to engage
with patients, the author suggests 10 prescriptions to help marketers improve their DTC efforts in 2010.
BY ELLEN HOENIG-CARLSON
plish a fresh face to patients, it’s essential that all touches and
D
espite many gloomy predictions for DTC advertising
and the pharma industry overall, there’s never been a voices be consistent, aligned and integrated across media-savvy
better time for marketers to forward their brands and segments.
consumers’ lives with new thinking about patient marketing in Competitive advantage awaits those who approach DTC 21
the 21st Century (DTC 21). Ten prescriptions can improve focus as an integrated totality of all touches and interactions, based
and strengthen DTC efforts in 2010. Important media and on a brand’s strategic core. It’s a powerful discipline, and critical
for pharma to attract, engage and bring value to patients and
technology trends are also “musts” to actively consider for those
families. As such, DTC 21 spans all consumer touches – from
who want to bump impact and value. [See related sidebars.]
TV and Web advertising to social media, to designing an inno-
1
Adopt an updated definition of DTCxxx vative game for pro-active health. Even for small brands not
Consider the full picture of how patients and their fam- contemplating traditional TV / print DTC, creating a clearly
ilies will interpret and interact with your brand TODAY. differentiated creative platform for consumer communication
This calls for attention beyond “big bang” marketing spends, and engagement is a must.
2
and begs for identifying meaningful levers to drive education Embrace the “long tail” xxxxxxxxxxxx
and growth. DTC is no longer just an awareness or acquisition Web and social media are perfect for chasing and inter-
vehicle to move “eyeballs” through a linear marketing funnel; acting with smaller / niche targets that were invisible
it’s every influencer and touch needed to bring new informa- years ago. Long tail marketing treats consumers as individuals
tion, convert, instill loyalty and inspire advocacy. To accom- with unique interests and needs.
14 | DTC Perspectives • December 2009
2. 2010 OUTLOOK
consumers to your Web site for continued dialogue and learn-
3
Go where your consumers arexxxxxxxxx
Surround them where they go to learn, socialize and ing. Additionally, for many pharma brands, the time has come
engage. Today’s consumer is busy as ever, multi-tasking for Web media and search to act as the media hub, with other
more than ever, and not looking for marketing messages. Study media vehicles driving to the Web, and working to make the
Internet platforms more efficient.
after study points to both the growth of the Internet, and the
fact that consumers get health information from multiple
sources. Depending on your target, this suggests a mix of rele- TV is by no means dead, and should be
vant touches and begs for the right combination of traditional considered if it fulfills brand objectives and
and new media – increasing amounts of Web, adoption of social makes sense for the target, message and
media to encourage dialogue and community, new mobile
applications, video and games for health. This also means lever-
experience the brand wants to create.
aging the unique potential of each emerging media environ-
The best media plans use multiple media to synergistically
ment as an engagement vehicle. drive and reinforce each other. Additionally, platforms like
TV is by no means dead, and should be considered if it fulfills Twitter offer opportunities for face-to-face “tweet-ups,”
brand objectives and makes sense for the target, message and mobile brings opportunities for texting, real-time search, gam-
experience the brand wants to create. When TV is called for, ing and geo tracking. Pilot ideas…try new stuff. Leaders won’t
execute with more entertainment, engagement and response. wait for the FDA to draft regulations for social media. Move
Brainstorm ways to use new interactive technologies to drive forward, dip-your-toes, look toward balancing benefits and
risks, and what adds genuine value for your brand and target
customers.
10 Prescriptions for DTC Efforts
4
Consumers are less open to being soldxxxx
in 2010 It may feel like this will result in a slower “sale,” but in
today’s market, engaging with meaning may actually
1. Adopt an updated definition for DTC that considers
result in greater sales and deeper loyalty. Look for new ways to
the full picture of how consumers will interpret and
extend patient value, support and a more positive experience
interact with a brand TODAY. along each and every touch point. A closer look at the use of
2. Consider “long-tail” marketing; don’t be afraid to personas along with behavioral segmentation may help to
focus on smaller targets that matter. improve the patient experience across Web platforms. Consider
3. Go to your consumer – surround them where they a mix of branded and unbranded dialogue. Further, avoid tak-
get their facts, learn, and socialize. ing consumers from a dynamic social experience to a static
4. Move beyond selling to engaging and providing Web page; ensure Web site content is as dynamic as the initial
meaningful marketing. contact. If the consumer is searching for a particular topic, pro-
5. Walk and talk “patient-centered” – consumers are vide a seamless transition – give them what they’re looking for
finely tuned to what’s valuable and authentic. and not just your “brand sell.”
6. Keep your brand’s strategic core strong and grounded, Engagement requires looking at each patient as a unique
despite the onslaught of messages and tactics, and the human being who, by the way, would “rather not be your cus-
speed with which they require action. tomer.” (After all, who wants to have a chronic condition and
take medication for the rest of their life, whether it be your
7. Insist on elegant solutions that do more with less.
brand or a competitors?) Think hard how you might provide
Smaller budgets don’t negate innovation and may have
relevant value real-time, every time. This is what it takes to
just the opposite effect in spurring new thinking.
encourage patients and their families to help build your brand,
8. Don’t overlook the details. While they may seem small become trusted loyalists and advocate on your behalf: Patient
and trivial, find out which are important to patients Sell vs. Brand Sell; Meaningful Marketing vs. “Tell and Sell”
and their families. Advertising.
9. Refresh brand metrics and measurement to drive cur- To improve brand engagement, 6 C’s are crucial: 1) Con-
rent brand objectives and initiatives. tent that is based on meaningful insights and provides impor-
10. Listen with vigilance, and act on learning across the tant context; 2) Customization via new ways to personalize
organization. treatment, process or support; 3) Conversation is encouraged
for better service, learning and sharing; 4) Confidence is built
DTC Perspectives • December 2009 | 15
3. 2010 OUTLOOK
2010 Media, Social Platforms and Technology Trends – Questions to Ask
1. Internet growth is not new, but does your consumer budget match the Web’s growing consumption as a source for
healthcare information gathering, engagement and community?
• Take advantage of a mix of media and messaging to “surround consumer.”
2. Is organic and paid search optimized? Are you using “smart advertising” that incorporates behavioral insights? Is a plan
in place to address Google Sidewikis?
3. Are you tapping into the growth of Web for entertainment? People are increasingly watching TV on the Internet via
YouTube and Hulu.
4. Is a social media strategy in place that fits with current customer habits? Top platforms to consider: Viral Video, Face-
book, MySpace, Twitter, blogs – branded and unbranded, company and brand / condition specific. Keep it social, target-
ed and consider events-based marketing.
• Online video is now an important way that U.S. consumers research healthcare and medications. YouTube ranks sec-
ond in overall search volume. Ideally, content and creative should be designed for video and not just re-cut from
existing creative elements. Tell a story, but don’t exceed two or three minutes. Maximize video placement beyond
YouTube, including product.com site.
• Facebook now has 300MM active users. Twitter offers different expectations.
5. How are you leveraging mobile’s tremendous opportunity for real-time, 24/7 communication and engagement? Text
sells, apps amplify and use of quick response (QR) codes can simplify.
• 60% of all mobile subscribers between the ages of 30-49 are text messaging.
• Not only are smart phones growing exponentially among physicians, they’re also growing among consumers.
• Apple has already sold 2 billion iPhone apps; 82% of iPhone users download at least 6 apps.
6. Games for health?
• Video games are not just for teen boys; the average gamer is 41 years old. Women are the fastest growing segment.
Current largest game segments in health: exercise, brain exercise, condition education, advergames, training and simu-
lations.
• Increasingly, games for health are showing hard results around health improvement.
7. Augmented reality? Use it to entertain, educate and engage.
8. Real-time listening in place? Or a panel established for on-going market research and learning, for example Communi-
space?
with trust and transparency; 5) Community Connectedness
6
Keep each brand’s strategic core strongxxx
– directly or indirectly – create your own, or better yet, tap into Not easy to do with the barrage of messages and Web
an existing one; and 6) Consistent Commitment is demon- and social media tactics coming our way. A strong core
strated to your customer base – no one shot deals here.
requires a compelling and relevant brand promise that focuses
5
Consumer power is a fact of lifexxxxxxxxxx every strategy and tactic so they’re synergistic and supportive.
Winning brands will “walk and talk” patient-centered While it’s often challenging to stay centered, the payoff is stay-
marketing. Pharma has no choice but to be patient-dri- ing on message by protecting the brand from chasing every
ven; consumers are not going to be fooled. This means putting new, cool digital and new media tactic being marketed.
the consumer in the center of decision making from the begin-
7
ning of development and commercialization to the end. It We live in a ‘less is more’ worldxxxxxxxxxx
means asking one simple question during decision making – Think about how to bring maximum benefit with the
over and over: Will this bring meaningful value to our patients? least amount of energy. Do you have a “stop doing” list?
Importantly, DTC 21 must also encourage more patient If your budget is smaller than last year, don’t give up – innova-
responsibility and participation, and work to improve patient / tion doesn’t require big bucks – in fact, tough constraints often
physician dialogue and care. spur innovation.
16 | DTC Perspectives • December 2009
4. 2010 OUTLOOK
8
Don’t short change the detailsxxxxxxxxxxx
Little things can and do matter. It’s a marketer’s job to
If your budget is smaller than last year,
discover which ones mean a lot to patients and their don’t give up – innovation doesn’t require
families, and to insure perfect execution. This is the way to help big bucks – in fact, tough constraints often
instill better ROI for each program and higher customer loyal- spur innovation.
ty and advocacy. Invest in thinking about how to make nifty
new tactics and tried and true services really work well in the done about it? Be sure even-better listening is part of your 2010
marketplace. plan. Hiring the social media service with the most bells and
whistles isn’t good enough. Make sure everyone on your team
9
Define new ROI metricsxxxxxxxxxxxxxxxxx
Think beyond traditional reach and frequency measures; regularly takes the time to actively listen to customers and
refresh metrics and measures to best match current think about how to turn listening and learning to action. Most
brand goals and objectives. Ensure a flow of metrics from important, listening and what you do with your learning is the
beginning to end of the patient “buying process” so there is responsibility of the entire organization, from marketing to PR,
active learning along each step. Monitor brand influencers, and customer service, sales, or clinical development. Be sure that
devise new ways of measuring engagement and loyalty. Social each “tweet” or blog learning gets mapped back to an “owner”
media is not an excuse to walk away from ROI measurement. in the organization, where they can evaluate whether the feed-
Consider pre- and post-measurements for harder to measure back is consistent or not with prior learning. DTC
efforts. Remember too, delivering significant value in a differ-
entiated and unique way helps drive greater WOM and ROI Ellen Hoenig-Carlson is founder of AdvanceMarketWoRx, a con-
overall. sulting firm known for powering consumer and healthcare brand
growth, through traditional and non-traditional marketing, leveraging
10
Excel at ‘active listening’xxxxxxxxxxxx critical customer interpretations and insights at key points. She can be
Be the best listeners in your category. Ask yourself, reached at her blog http://blog.advancemarketworx.com, twitter
what have we heard this past year and what have we http://twitter.com/ellenhoenig or telephone at (609) 333-0549.
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18 | DTC Perspectives • December 2009